Luxun meets Xiaohongshu in viral TVC, “The Diary of a Hipster”

Daxue Consulting - XHS - Chao's Diary

On December 24th, 2021, Xiaohongshu (小红书, Chinese equivalent of Instagram); released a fashion TV Commercial (TVC) – “Chao’s Diary” (潮人日记, which can also be translated to “The Diary of a Hipster”), with cinematic retro shots that referenced Lu Xun (鲁迅), who is considered China’s greatest modern writer of the 20thcentury. The commercial tells a story […]

Crackdowns in livestreaming in China: how brands should approach it

daxue-consulting-crackdowns-in-livestreaming-in-China-img1

2021 was the year of crackdowns in China as the government pushed for the ‘Common Prosperity’ initiative. The government has been tightening regulations to balance wealth and establish a more sustainable economic model. Among the several industries affected, the e-commerce industry – specifically the livestreaming market – has emphasized the importance of abiding by the […]

Guide to Chinese e-commerce platforms: which platform is the best for your brands

guide to e-commerce platforms in China

Over the past three decades, the Chinese economy has experienced unprecedentedly rapid growth. Social progress, technological innovations, and increasing disposable personal incomes have shaped new shopping habits. A variety of e-commerce modes, like live-streaming e-commerce, social e-commerce, and cross-border e-commerce, have emerged in the market. Large Chinese e-commerce platforms, like Alibaba’s Taobao and JD.com, have […]

Guide to China’s social media platforms: Choosing the right platforms for your brand

social media platforms in China

China’s social media platforms are vastly different from the west. Strong censorship in the country blocks most large international social media platforms like Facebook, Twitter and Reddit, which forces China to create their own social media ecosystem shared with no other countries. Understanding the various social media platforms in China is crucial to engage with […]

Little Red Book is becoming a giant in both social media and e-commerce

Little Red Book app

Social media platforms like WeChat and Sina Weibo, as well as e-commerce marketplaces like Taobao, are no strangers to foreign marketers. Compared to these well-known names, Xiaohongshu (小红书, also known as Little Red Book or RED) is relatively less talked about. In this insights report, Daxue Consulting will provide you with the most recent facts about […]

Apply the Kardashians marketing tactics in China

Kardashians in China

In 2020, the Kardashians’ fame in China has hit a new high.  No matter how you feel about them, you cannot deny their success: the empire of Kim Kardashian worth $350 million and Kylie Jenner’s worth $900 million. This is mainly thanks to the Kardashians marketing genius, which is also trending in the Chinese market. […]

Daxue Talks 62: Brands’ behavior on Xiaohongshu during the Coronavirus

xiaohongshu marketing

In this episode of Daxue Talks, Miro Li, an expert in marketing foreign brands on niche Chinese platforms, continues to share how brands are changing their behavior on the Chinese lifestyle sharing platform Xiaohongshu (Red) in the face of the COVID-19 outbreak. Jump to the questions: 0:38: Can you provide interest cases of how brands […]